Using Google Analytics, we track every button, link, play button pressed, etc. Using that data has helped us make some great discoveries in regards to helping our websites convert better. However, almost as important as understanding what buttons your users are clicking, is understanding what they are clicking which is not inherently clickable. In this short case example, we were able to increase trucking driver conversions by 17%, and here’s how:

Problem

One of our trucking clients offers great benefits to their drivers (home time, bonuses, paid time off, etc.). On our landing pages, we list those benefits. Using heatmaps, we saw that users were clicking on those benefits areas:

Solution

It should be noted that clicks are hard to come by in the internet world these days. If users are clicking, they obviously feel something of value is to be gained by clicking that area of your site. As such, we always try to “reward” those clicks as much as possible. In this case, we set up a simple AB test (sending half of our site traffic to one version and the other half to our new version to test), and simply added an apply now button (our conversion metric) that would appear if users clicked on those benefits boxes:

Results

What we were able to see is that our conversions increased by 17%! With the bulk of those new conversions came from our added benefits buttons. What’s interesting is that we didn’t actually offer the user any more value or added information. We simply gave them an added convenience of a CTA right where they were clicking and we (as was our client) was very pleased with the results.

%

Increased Conversions

%

Reduced Cost Per Conversion

]]>https://www.johngroup.com/rewarding-dead-click-can-increase-conversions/feed/0How Session Recording Can Tell You More Than Google Analyticshttps://www.johngroup.com/session-recording-can-tell-google-analytics/
https://www.johngroup.com/session-recording-can-tell-google-analytics/#respondWed, 03 Aug 2016 15:50:02 +0000http://www.johngroup.com/?p=3126We love Google Analytics. Really, we love it. However, with all the insights we glean from Google Analytics, there are some things it can’t tell us. That is where live session recording comes in. If Google Analytics is the broad view of our website audience, live session recording is the single person, granular view; Showing us how […]

]]>We love Google Analytics. Really, we love it. However, with all the insights we glean from Google Analytics, there are some things it can’t tell us. That is where live session recording comes in. If Google Analytics is the broad view of our website audience, live session recording is the single person, granular view; Showing us how each individual user is using the site. That is why we record every user that visits our site… let me show you an example of why that is beneficial to us.

One of the sites we developed is a popular food blog. On it, you can find fun recipes, holiday treat ideas, tips for moms and more. During one of our monthly audits, we saw some users bouncing back and forth between the home page and a recipe post. The time spent on each page was extremely low: 2 seconds on the recipe post, then going to the home page for 1 second, clicking back on the recipe for a couple seconds, then back to the home page, and so it went. That kind of behavior seemed quite odd… why would someone just bounce between pages? Bring in the session recording!

Problem

What we found (somewhat surprisingly), is that some users that were browsing on a mobile phone were arriving at the blog post and not scrolling down to view the actual recipe! It should be noted, that in our
experience most people on mobile do scroll at least a little bit. However, in this user and about 5% of other users case, they were simply landing on the blog post, not scrolling, but instead furiously tapping on the featured image trying to get to the recipe. Presumably not getting the recipe, they would go to the home page, seeing the post, and clicking it again. “I want that recipe from the home page!” I could see them saying, then clicking on the picture trying to get more… “That’s not giving me anything, back to the home page,” they’d say, and then back to the post and so on.

In our design, the featured image offered no interaction when clicked. However, we had learned that any user click should be rewarded, it increases conversions. We also saw that between our logo, featured image, title, category tags, and social media sharing icons, our actual blog content was below the fold (not in immediate view on page load). We had two problems:

We weren’t rewarding a click.

Our content was below the fold.

Solution

We set out to resolve those problems. First off, we set an engagement click so that when our featured image was clicked, it scrolled you down to the actual content. Then, on mobile, we move the social sharing icons down to the bottom of the post, ensuring that you could see the blog post content above the fold at all times. Since then, we have seen a drastic fall off in post > home page > post interactions.

Although Google Analytics is great, it would have been extremely hard for us to get this user interaction story from the data alone. We needed to see the user, watch their behavior to uncover the story. That is why in everything we do, we utilize every tool possible to get the full data driven design story possible! Hurrah data!

Ads made in Chattanooga brought home more awards than any other city in the recent American Advertising Federation District 7 ADDY Awards, competing against work from 21 cities including Atlanta, Nashville, Knoxville and Birmingham.

For its part, Chattanooga-based The Johnson Group received 20 awards–more than any other agency–including Best of Show Print, a Special Judges’ Award, 16 Gold and 2 Silver ADDYs.

Mountain Top Toys campaign. Click to see all five ads.

Northeast Georgia Health System orthopedics campaign. Click to see all four.

Mayfield Tastapalooza: World’s largest ice cream sampling tour

nTelos

“Need More Favs” viral video

nTelos

nTelos

Frawg

Outdoor Guerilla Marketing

Frawg

POP developed for dealers and Frawg retail stores

]]>https://www.johngroup.com/2-1-9/feed/02 Ways to Increase Your TV Buy With 15-Second Bookendshttps://www.johngroup.com/2-ways-to-increase-your-tv-buy-with-15-second-bookends/
https://www.johngroup.com/2-ways-to-increase-your-tv-buy-with-15-second-bookends/#respondThu, 07 Jan 2016 18:23:06 +0000http://www.johngroup.com/?p=1381If your brand does not have the media budget to go toe-to-toe against your national competitors that not only receive the economies of national network.

]]>https://www.johngroup.com/2-ways-to-increase-your-tv-buy-with-15-second-bookends/feed/0The Single Most Effective Way to Increase TV GRPs Without More Moneyhttps://www.johngroup.com/the-single-most-effective-way-to-increase-tv-grps-without-more-money/
https://www.johngroup.com/the-single-most-effective-way-to-increase-tv-grps-without-more-money/#respondThu, 07 Jan 2016 18:21:22 +0000http://www.johngroup.com/?p=1378Here it is: Invest in your creative. Wait! Hear me out! As old school as it may sound today, TV is still a workhorse medium to drive traffic, sales and brand awareness in.

]]>https://www.johngroup.com/5-great-reasons-to-use-dollar-bills-as-your-brands-next-medium/feed/03 Reasons To Use Alien Spacecraft When Being Outspent. AKA: 3 Reason to Use Portable Retail To Sell to Rural Marketshttps://www.johngroup.com/3-reasons-to-use-alien-spacecraft-when-being-outspent-aka-3-reason-to-use-portable-retail-to-sell-to-rural-markets/
https://www.johngroup.com/3-reasons-to-use-alien-spacecraft-when-being-outspent-aka-3-reason-to-use-portable-retail-to-sell-to-rural-markets/#respondMon, 14 Dec 2015 19:03:59 +0000http://www.johngroup.com/?p=1290With that headline, I better tell you the 3 reasons right up front: 1. You’re trying to reach an audience in a market that IS NOT a self contained media market—you cannot reasonably afford traditional media.

]]>https://www.johngroup.com/iroll-overlay-its-interactive-tv-on-the-web-4-good-reasons-to-incorporate-iroll-on-your-pre-roll-ads/feed/03 Keys to Effective Guerrilla Marketinghttps://www.johngroup.com/3-keys-to-effective-guerrilla-marketing/
https://www.johngroup.com/3-keys-to-effective-guerrilla-marketing/#respondMon, 14 Dec 2015 17:53:42 +0000http://www.johngroup.com/?p=1283Your Breakthrough Media Against Giant Brands If you’re not yet one of the largest brands in your category, we probably don’t need to tell you that it’s pretty much impossible in any given market to go toe-to-toe with the Giants’ media budgets. But it is. And even if you focus your budget on a single […]

If you’re not yet one of the largest brands in your category, we probably don’t need to tell you that it’s pretty much impossible in any given market to go toe-to-toe with the Giants’ media budgets. But it is.

And even if you focus your budget on a single medium to try to breakthrough, we can pretty much guarantee you that your pockets still aren’t deep enough. Sorry to say, but it’s probably true.

But you shouldn’t get discouraged. Even though your competitors may have multi-million dollar budgets that could make a Bond villain blush, the good news is that Guerrilla Marketing can make up the difference.

At The Johnson Group, we believe that there are three keys to developing good and effective Guerrilla Marketing:

Imagination
Inquiry
Persistence
As an example, we’ve worked with clients in several cities to secure parking meters as advertising media. You purchase the meters and then apply your message with a printed bag or signage.
Just think about the advantages (and wonder why someone hadn’t thought of it before):

It’s unique so there’s no competitive clutter.
It’s greatly appreciated—what other advertising can make that claim?
It generates PR, which further increases the value.
It’s highly targeted.
The “readership” is near 100% because it’s intriguing.
Another Guerrilla Marketing opportunity many is using elevator doors in parking lots or in the major shopping malls as engaging and occasionally disruptive “billboards.”

These are called elevator skins, and you can be incredibly creative with them because they move. They are also extremely targeted and located in direct line of sight with no competitive clutter.

One of our favorite Guerrilla Marketing ideas is decaled dollar bills. Before your ask…yes, it’s legal but there’s only one company with the proprietary process to execute this (Want to find out who? Just ask!).

Just think about the possibilities when you decal dollar bills and distribute them through your locations or your customers’ locations:

They are an immediate conversation starter as no one is accustom to seeing a clever decal on a dollar bill.
A dollar bill, on average, changes hands about 10 times per month, creating great pass along readership (about 77% of the decals stay adhered for 30 days).
They act as a great bounce-back coupon.
They generate added-value PR. The media loves clever ideas.
They are highly targeted.
Now, with any of these ideas, go back to the 3 keys—imagination, inquiry and persistence. Guerrilla marketing is effective, and has demonstrated this fact time and time again. Remember: if you can’t outspend them, outsmart them and outwork them. And you might even have a little more fun than them along the way.

– See more at: http://giantslaying.stgng.com/2015/04/24/3-keys-to-effective-guerrilla-marketing/#sthash.2hiErrHT.dpuf